ROLL LIKE RYAN CHIEF ISLAND OFFICER

THE CHALLENGE: Reposition Yas Island to the global tourism market ($12 budget)

THE MOVE: Employ Ryan Reynolds not just as a celeb endorsement. Actually make him The Chief Island Officer to tell the brand's story to millions - blockbuster social directed by the A-list Vincent Peone

THE IMPACT: Yas Island recorded 38 million visitors in 2024 - a 20% increase, with sustained tourism momentum. 29% growth in international guests

21 million views Youtube alone

MY ROLE: ECD McCann FP7/Momentum